Web analytics firm Compete has released the results of its Q1 2010 Smartphone Intelligence survey, which shows major movement in the use of social networking, gaming and local search on smartphones. Among the conclusions are that consumers are increasingly accessing social networks via their mobile devices, mobile gaming is more popular with iPhone users than with users on other smartphone platforms and local search can be a powerful source of business leads.
According to Compete’s findings, 33 percent of smartphone Twitter users primarily send tweets via their smartphones, and 33 percent of these consumers prefer to read tweets on their phone. Of those accessing Facebook from their smartphone, consumers are increasingly using the device to read news feeds (66 percent), post status updates (60 percent), read/reply to private messages (59 percent) and post photos (44 percent).
iPhone owners are particularly heavy gamers, with 51 percent of iPhone users having five or more games loaded on their smartphones. In contrast, 46 percent of BlackBerry users have no games on their devices. Not only do iPhone owners download more games, they play games more frequently than do owners of other smartphones. Of the consumers surveyed, 37 percent of iPhone users report playing games on their smartphones at least daily and puzzle games seem to be capturing the majority of this attention.
Compete found that one in three smartphone owners has called or stopped into a local business after finding it using a local search application. In Q1 alone, close to a third of Android and iPhone owners discovered at least two new businesses that they were not previously aware of as a result of using local search applications.
Danielle Nohe, director, technology and entertainment for Compete, has three sets of recommendations for marketers:
Based on our findings, I recommend marketers start thinking about new ways to maximize consumers use of smartphones on social sites, as mobile adoption will likely only increase with time.
It’s evident that iPhone owners have embraced mobile gaming. Developers should turn their attention to targeting other smartphone users in an effort to even out the discrepancies in mobile gaming adoption.
Making it easy for consumers to discover businesses via their devices opens local companies up to a whole new customer demographic, and savvy businesses should make sure they’re maximizing this opportunity.
Compete’s Smartphone Intelligence combines consumer insights (through surveys) with behavioral data (through online click stream data) to reveal how smartphone owners are using their devices, the sites they visit on the mobile Web and what they like and dislike about their phone and experiences. Smartphone Intelligence subscribers receive comprehensive quarterly reports, as well as actionable recommendations tailored to their business.